Creating Global Brand: Pubblico (Italian Edition) --

18 United Colors of Benetton The competitors of Benetton are brands with similar targeted customer market and in the offered product rangeNevertheless, Benetton wants to avoid any possible threats and weaknesses with building the outstanding brand which is recognisable worldwideAs women love colours and stories behind clothing, Benetton has an opportunity to communicate in a positive and creative way(Brainquote 2013) Existing Benetton customers perhaps have children, as Benetton offers a wide range of clothing for children which is colourful and bright like adults assortmentBenetton launches global competition for unemployed people [online] [viewed 10 November 2013]28They are wearing clothing rich in colours so Benetton is the place where they can enjoy the paradise of colours(Collinson 2013) There are existing laws on how the employees have to be treatedExample:Burberry builds broader customer relations through social media channelsThe people who know about the brand and are using it are very loyal to itPotential customers: Potential Benetton are students in full time education in their early twenties42 BBC, 2013Brand Overview and Analysis - United Colors Benetton [online] [viewed 24 October 2013]Spanish domination- Zara brand profile [online] [viewed 25 October 2013]34 Billboard advertisement key facts Kapferers Model [digital image] [viewed 5 December 2013]Available from: H&M, 201341 AppendicesSemiotics, marketing and communication41 References BOOKS: BEASLEY, R., M(Peck 2013) It was a great choice of celebrity which succeeded in terms of building brand awareness and attracting customers attention, hence increasing sales figures37 Business metrics The cost to make and advertise a billboard: Price per billboard for 4 weeks: London Local 48 (20ft x 10ft) - 700 Benetton will place billboards across London16Available campaign/ 2013Branding 07f867cfac


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